Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Good News/Bad News for Sponsorship
Some good news for sponsorship: Compared to other forms of marketing, brand sponsorship experienced the greatest increase in levels of trust in the two years since the last Nielsen Global Online Consumer Survey of more than 25,000 Internet consumers from 50 countries. A full 64 percent of consumers surveyed in April said they trust brand sponsorship, up from 49 percent in April 2007.
Latin American consumers are most trusting of brand sponsorships, with 81 percent of both Colombians and Venezuelans, and 79 percent of Brazilians, trusting brand sponsorships. U.S. consumers came in 12th, with 72 percent trusting brand sponsorships. Sponsorships held the least sway among Swedes (33 percent), Latvians (36 percent) and Finns (38 percent).
Latin Americans appear to bring their positive feelings about sponsorship with them to the U.S. IEG research reveals that Latino consumers are among the most responsive audiences to sponsorship.
Filed under: evaluation, financial services, research, sponsorship measurement, sponsorship ROI, automotive
Where the Moms Are, Ideas Wait for You (Theme Park Edition)
Dear theme parks and sponsors who want to reach families with children:
Moms (and Dads) have a message for you. Whether it’s a season pass to a nearby Six Flags or a pilgrimage to a Disney land or world, parents are online talking about how to take the family to an amusement park without asking for a loan from the kids’ piggy banks. And while they chat, they are laying out a wealth of information about the types of promotions and amenities that would succeed for sponsors and parks alike.
A few examples, of many:
Filed under: destination/tourism, digital media, how to get sponsorship, malls/developments, research, selling, theme parks, activation
The Problem with Target Audience Definitions; Sponsorship is the Solution
A typical consumer target audience for an advertising or marketing campaign usually looks something like this: women, ages 25-54, with a household income $50,000+. The target geography is defined (e.g., national, top 20 DMA’s) and maybe there is something about household size, presence of children or stated ethnicity. For good measure, a target audience may also include some other sort of purchasing behavior, usage behavior, or other ownership criteria, such as “consumes soft drinks five times a week” or is a “heavy-user” of soft drinks.
As marketers we try to create a picture of our target audience by creating a lifestyle analysis or by developing some sort of “day in the life” exercise. I remember a particular time when I presented a media “day in the life/lifestyle” scenario to a client, only to have him protest the inclusion of the band U2 in the audience profile. He was certain that his target audience didn’t listen to U2. Besides the fact that U2 is super, super popular rock band, the scenario was meant to be directional, and honestly we didn’t have any really firm data to dispute or confirm the conclusion.
Filed under: arts, nonprofit, research, soft drink, sports, activation
What’s Your Story?
Watching the German telecast of the French Open here in Italy, ads for Longines watches touted the amazing work of the Andre Agassi Foundation. A revealing twist to standard endorsements, Longines creative saluted the accomplishments of Andre’s foundation rather than Andre singing the praises of Longines. Tying to substance rather than pure celebrity hits the spot in these more modest times (see my previous post on The New Modesty).
And in a world of product parity in most every category—plus rampant commercialization—the most valuable assets of sponsorships and endorsements are morphing. For example, the implied endorsement of official product status used to have far more value than it does now. Directionally, the value’s in the audience affinity and the story that can be told.
Filed under: international, research, activation
What Are Consumers Telling Us?
Those of you who subscribe to IEG Sponsorship Report have seen the March 30 issue’s In Depth article, which takes a look at the Performance Research consumer study I mentioned in a blog post last week.
Filed under: cause marketing, entertainment, nonprofit, research, sports, arts
Has The Economy Fundamentally Changed the Climate for Sponsorship?
Those who attended IEG’s Singularity conference last week and sat in on the session led by Jed Pearsall and Bill Doyle—cofounders of Performance Research—were privy to an overview of the fascinating new consumer study they just completed that deals with the impact of the economy on consumer perceptions.
Filed under: research
Monday Session Recap from the 2009 IEG Sponsorship Conference
On the first full day of the 2009 IEG Sponsorship Conference, the presentations came out in full force as representatives of sponsors and properties exchanged ideas on how to go about meeting their needs today.
Filed under: how to get sponsorship, IEG conference, research, activation